Original Research

Consumer socialization agents for young children: An exploratory study

Ernest North, Brenda Poggio
South African Journal of Economic and Management Sciences | Vol 4, No 2 | a2642 | DOI: https://doi.org/10.4102/sajems.v4i2.2642 | © 2018 Ernest North, Brenda Poggio | This work is licensed under CC Attribution 4.0
Submitted: 06 July 2018 | Published: 30 June 2001

About the author(s)

Ernest North, Department of Marketing and Communication Management, University of Pretoria, South Africa
Brenda Poggio, Department of Marketing and Communication Management, University of Pretoria, South Africa

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Abstract

Although marketers in South Africa are beginning to realise that the youth market is a segment that cannot be ignored, only a limited number of studies have thus far been conducted to examine the consumer behaviour of children. The relevance of this topic to South African marketers suggests the need for research in this field. The purpose of this article is to report the findings of an exploratory study conducted to determine the role or influence of consumer socialization agents in the buying behaviour of primary school children, 9-11 years of age. A broad overview of the nature and processes of consumer socialization is provided, as well as of research conducted in this field over the past few decades. Some important marketing implications are also suggested.

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